InfluencersThe topic is more complex than previously: the amount of followers is not the main indicator. Mix up an analysis of types (journalist, blogger, social influencer, power user, …), the aim of engagement (data/survey, business/sell, awareness, reputation), the characteristics of the person (sensitive to a topic, CV, personal information, content management, audience), and the frequency of publishing.

Model of attributionA mix of two items: data underlying the customer’s path to conversion, and the model that you choose to apply to the data. The resulting outcome from combining these two is attribution, which leads you to the true results of your campaign and which tactics deserve conversion credit.

Luxury Good Take-awaysFrom the last Bain & Company Altagamma Summit 15th edition – 2016, in the speech by Peuterey.

Simplicity is key

Authenticity, sustainability, wellness and travel are the key values seeked by millenials

See now, wear now, buy now revolution

Focus on icon to strengthen the brand identity

An icon brand is a widely known symbol, an intensive brand that carries powerful universal values making it instantly recognizable

4 steps to turn a brand into an icon brand
to be loyal to the brand’s purpose;
to identify a visual element in the brand/collection;
to be both authentic and modern at the same time;
to be focused

The concept of digital empathyThe brilliant speech by Holition opens up the conversation in a new perspective: empathy.
Thanks to the empathy model by Pezeshki 2016 we can read the relation between brands and users in a logic of digital empathy, that is a miscellanea of all the elements of interactions: journey focused innovation, proactive decision making, contextual interactivity, single views of data, cross functional teams, CSR and transparency, seamless cx, stakeholder dialogue, operating within a digital ecosystem, UX mapping and optimization, iterating the balance of tech and human, effective integration, demand based manufacturing, co-creation and customization. In a surround based of scarcity of time, attention and trust, the quest of authenticity is crucial: today’s customers are individual, involved, independent and informed. The themes of digital empathy relate to bespoke algorithms, webship, dynamic ai design, third space storytelling, here and now, being real and going live. The challenges are: measurability, fear, security risks, monologue/too much push marketing, noise. And again: understanding and skills, screens, overstimulation/technology addiction, silos, non-collaboration.